Socially Responsible Advertising

Several advertisements lately are pushing social responsibility more than sales. Is it financially feasible for these companies to ask users to reduce usage of their products or just a slight aberration in their advertising game plan? Are companies using these prominently displayed advertisements on billboards merely as a way to increase their “brand” or do they want results that are directly proportionate to their spending?

In the modern world, advertising has become a mode of communication rather than just a sales medium. The most effective way to communicate with consumers, present and potential, is to connect with them while not necessarily pushing their products. This connection with the consumers is the essence of successful advertising.

These new advertisements for Hutch and DNA are prominently displayed on billboards across Bombay. Hutch is telling us to behave responsibly and politely and to not to take pictures without first taking permission and also to switch off our phones in movie theatres. They have a series of ads like: Hum Aapke Hain Tring Tring and Ali Baba and Tring Tring. The ads are innovative and sure to make an impact. DNA (i.e., the newspaper Daily News and Analysis) states: “There’s no difference between our rich and poor. They both spit generously on the roads.” Superb. Simply Suberb.

One has to wait and see if this trend is just another marketing gimmick or the growth of a social conscious by advertising agencies and companies using them. In the advertising world, everything is for the sole purpose of making money, increasing sales and building the brand and by displaying a good image of the company, the purpose of the ad is to increase sales, just like any other regular advertisement.

About the Author:
Gano Bristol
Article Submitted On: November 13, 2006
Article Source: http://EzineArticles.com/